Encompass Health
Focus:
Employer Brand Strategy & Talent Attraction
Key Elements:
Decision-Dynamics
Value Creation Research
Creative Direction
Content Strategy
UX Design
Career Site Reinvention
Storytelling
Healthcare's workforce shortage got worse after the pandemic and wasn't going back. Everyone competed for the same nurses and therapists the same way: posting jobs and hoping. We asked employees to rate what mattered, then say why in their own words. One answer separated Encompass from everyone: the commute. It had become the daily accounting of what the job cost them.
Encompass's suburban hospitals were physically close to where clinicians lived, and its care model, smaller hospitals and lower patient ratios, let them practice the way they were trained to, close enough to actually know their patients. Two truths the organization already owned and had never marketed. We built the brand on both.
Healthcare branding defaults to clinical sterility. We built the opposite: warmer, more specific, visually distinct in a search result. The location map turned "close to home" into something a candidate could verify in the time it takes to type a zip code. It became the most successful attraction program in the company's history, with applications up and quality up more.
“When our agency partner said, 'We need to do everything acute care won't, can't, and shouldn't,' I was hooked.”
Encompass Health